retail brand development 2010
TRANSCRIPT
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Retailfor students of EMDI Institute of Media & Communication
Management
Identity
Activation
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Can there be another?
Not only are these people renowned in their field, but also known for their inimitable style
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Can there be another?
Not only are these superbrands, but also known for their inimitable offer of experience
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Objectives
To get an overview on the Retail business
To understand how a retail Identity is developed
To look at specific tools in developing a retail Identity
To understand the process of Retail activation
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Overview on Retail
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Increasing emphasis on Education & Learning
Growing middle class with money in pockets
More nuclear families, DINK families more working women- both parents working
Media explosion - exposure to diverse Indian & International Cultures
Environment- Customers
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Involvement of men in shopping has gone up
Increasing Customer Expectations & Needs
Increased demand for organised retailing
Trend to individualistic purchases among women going up
Environment- Customers
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Ambience and assortment will be provided by other chains also
Specialty department store chains are catching up
Increasing Competition for Leisure, Time & Wallet
Environment- Competition
Emergence of New Players Corporates & Others
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Customers will be more demanding
Retailing is one of the definite growth areas
Particularly in metros and mini metros
Early entrants will have first mover advantage
Environment- Implications
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Quality of sales & service at frontline
Key thrust areas
Rapid spread of network
Retention of existing customers
Width & Depth of merchandise
Environment- Implications
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Picassos Lion
A visitor to Picassos studio asked the master what he plans
to sculpt from a standing large slab of marble.
Picasso responds a lion.
The visitor asks, How will you do that?
Picasso answers, I will cut away all that is not a lion
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Inference
For his efforts to result in a visionary sculpture, Picasso was clear about two things
What does not constitute a lion
What constitutes a lion
For our efforts to result in a visionary retail enterprise, we need to be clear on the
same two things
What does not constitute retail
What constitutes retail
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What does not constitute Retail
Agriculture
Manufacturing
Trading
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Not retail Characteristics
Tangible(Retail Intangible)
Retail challenge is to make the retail experience into tangible offerings
Homogeneous
(Retail Heterogeneous)
Retail challenge is to ensure constancy & consistency through processes
Preservable
(Retail Perishable)
Retail challenge is to make the experience memorable & lingering (beyond just the immediate
experience)
Ownership
(Retail No ownership)
Retail challenge is to make the customer feel that they own the service and space as much as
the merchandise
Separable
(Retail Inseparable)
Retail challenge is to ensure a differentiating experience vis--vis competition - a personal
signature
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The retail environment is made up of 3 elements:
The interface between these 3 elements within the physical Retail space is what
constitutes a retail experience for the customer
The Basic Retail Model
MERCHANDISE MANPO
WER
CUSTOMER
RETAIL SPACERETAIL SPACE
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PLACE
PRODUCT
VALUE
COMMUNICATION
PEOPLE
Systems
Logistics Suppliers
The Pentagon Triangle Framework
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Store-Based Retail Formats
Convenience stores
Supermarkets
Department stores
Boutiques
General Discount stores
Factory Outlets
Hypermarkets
Malls
Services Retailers
Specialty stores
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Developing Retail Brands
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Corporate Credo
Corporate positioning and offerings
Vision
Mission
Values
Processes
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Corporate Credo
Corporate positioning and offerings define the space in which the retail company
will operate
A Vision is what we want our company to represent
Vision is a long term objective that a company continues to strive to achieve
Vision also guides the Decision making process
Vision allows the company to work around a common purpose
Mission is a specific objective that helps fulfill the vision
Mission statements are usually the mandate for different departments in retail
for the end consumer
Values are what drive the culture of an organisation giving it a definite
personality
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A chain ofLifestyle Bookstores
Crosswords Position
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Books
Magazines
CDROMs
Music cassettes & CDs
Film VCDs, DVDs, cassettes
Toys & Games
Stationery
Greeting Cards
Gift Vouchers
Cafe
Product Offerings
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A network
of community centers where
people gravitate to be informed,
to be entertained and to be enlightened
led by books and related products.
Crossword Vision
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To fulfill the information, knowledge and leisure needs of the community
through the retailing of books and related products.
To be customer focussed in every aspect of the business. To build life-long
relationships with customers.
To help build the reading habit and to promote books.
To recognise and reward the best of Indian books.
To create retail environment that are oases in the urban jungle-friendly, fun,
relaxing and rewarding.
To provide a platform for the cultural and social interaction of the community-
to be a community center.
Crossword Mission
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FUN: We will build stores that are fun, enjoyable spaces to be in. We will build an
organisation that people enjoy being with and working in
LEARNING: We will create stores and an organisation that enables continuos learning
EXCELLENCE: We will constantly strive for excellence in everything we do
FAIRNESS: We will always act fairly, with respect for all people, and with a win-win
attitude
INTEGRITY: We will always conduct ourselves and act with integrity
SOCIALRESPONSIBILITY: We shall be socially responsible
MAKE A DIFFERENCE: We will work to make a difference to our customers, our
stakeholders, our community and ourselves
Crossword Values
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Developing processes
PrePre--searchsearchProcessProcess
walkthroughwalkthrough
IssueIssue
MappingMapping
Pilot runPilot run
of the newof the new
systemsystem
StructureStructure
& Review& Review
MechanismMechanism
FinalFinal
OperationsOperations
DocketDocket
TO BETO BE
ProcessProcess
AS ISAS IS
ProcessProcess
MappingMapping
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What gets focussed gets achieved
What gets achieved gets recognised
What gets recognised gets institutionalised
Process development philosophy
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4-field Matrix
Phases Entities Standards
ProcessMOEs:
MOPs:
Phase 1
Phase 2
Phase 3
Formats
Policies
Reviews
Measures Of Excellence (MOE) for service standardsMeasures ofPerformance (MOP) to evaluate the efficiency of services / processes.
These MOE & MOP should decide the new system and inspire the organisation towards creating more Customer,Shareholder and Employee Value
For AS IS & TO BE processes
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MARKETING & PROMOTIONS PROCESS
SMMARKETING ME STANDARDSPHASES
Phase II:Planning & Organising
M.O.P:
Cutoff date for E.B.R is
10 days Before event
B&M CSE
Phase III:
Execution of the
event
MOP:
zero defect
equipment
PR agency about
event, date Panelist.
Enrollment of
customer for events
Coordinating with
supplier & panelists
M.E puts upposters
Specified in
store, Book VM.
Coordination with supplier
and panelists
Actual Events
Area to be cleaned up for
Events, sound, compare etc.
SM ensures
books are
entered &
displayed
Mktg inform B
& M on books
& date
B & M ensures
books reach
before event
Posters, instore
Enrollment of
cash for event
Actual events
E.B.R
Enrollment of
customer for event
Mktg identifies,coordinates
with the Author, Publishers
for the event
Phase I:
Need Identification&
Communication
MOP:
2 events to be
organised Per
month as per
excellent Rating in
pre-event format
Pre Event Formats
Preparation of
posters / mail
& dispatch to store Mktg stars enrolling
customer for events
M.E briefs SM
on event,
date,
panelistsWorks along
with M.E to
enroll
customers
Event briefing report
M.E is briefed on
event, date &
panelists
B&M is briefed on
event, date &panelists
Event Checklist
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SMMARKETING ME STANDARDSPHASES B&M CSE
Phase IV:
Post EventEvaluation
MOP:
Achievement of
objectives reports
in 48 hrs
MOE:
75% Level of
Satisfaction (at V.
Good)
Post Event follow
up with PR for
Pam coverage TY
note to panelists
Post event
report to S.O.
Post evaluation
reportCustomer
scorecard
MARKETING & PROMOTIONS
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Brand name development protocol
Information Needs
& ClarificationsItinerary
Research data &
Responses from client
Category dipstick
by Idendesign Adequacy of
info
Associative DirectionsSegment
Boundary Conditions
Brand name Concepts
& Rationale
Concept Card
Presentations / Audits
Yes
No
Brand Name
Shortlist / Finalisation
Phase 1
Preparatory
Phase 2
Brand Name Development
Phase 4
Brand Identity Development
Phase 3
Sifting
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Vision Key
Developing Brand Architecture
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3. Insight
1. CompetitiveEnvironment
2. Target
8. Essence
- Describe in Consumer
Terms
- Address all who satiate
need State
- Demographics
- Attitudes
- Cover Traits of the primary
influencer
- Always in consumer language
- Aided by questions such as So what?
- Dig deep
- Should be
distinct from
competition
-Should address
need state
and the insight
- Should cover
both emotional
and functional
benefits
- Find a character /
picture
- Should give
reason to believe
the promised
benefits
- The Core factor
Overview
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3. Insight
1. CompetitiveEnvironment
2. Target
8. Essence
All top end beauty and
grooming products and
services (Biotique, LOreal,
Synergie, Himalaya,
Ayurverdic Concepts, Aviance,
Oriflame, Avon, Shahnaz
New Age Indian Women,
constantly exposed to modern
trends in beauty and grooming
SEC A/B1, 18-35
I want to mesmerize all around me at every step
Only Lakm
helps the New
Age Indian
woman wear a
mesmerising
look
Functional
Innovative products
that give me visible
results; specialised
products for my
specific needs
Magnetic,
Experimentative,
Individualistic,
Youthful,
Feminine,
Vibrant
Indoglobal
Fusion
Values
*Best-in-class
products
*Magical/Exotic
ingredients
*High SensorialAppeal
*Visible
results
Beauty
That
Mesmerises
Emotional
Helps me make a
statement about
myself and gets
me the admiration
I want
Lakme Brand Vision Key
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3. Insight
1. CompetitiveEnvironment
2. Target
8. Essence
All personal beauty and
grooming products, clothing
and accessories that help
contemporarise the woman
in the upper mass /premium
segment
Progressive, Urban Indian
Women, constantly exposed to
and seeking modern trends in
beauty and grooming SEC A/B,
16-35 years who believe in
making a statement through
their personal beauty/ grooming/
lifestyle.
There are so many brands/outlets to choose from, my
preferred destination is the one that understands my
needs & indulges me in every sense (sight, touch, hear,smell)
Only Lakme gives
me a superior
experience in an
environment that
Understands
counsels and caters
to my indoglobal
values
Functional
Information that
helps me decide
whats right for me
Greater interaction
with product
Personalised attention
High sensorial
appeal at Point of
Purchase
Visual Merchandising
Grooming
Beauty Expertise
That
Mesmerises
Emotional:
Gives me the
confidence to go
ahead & make a
statement about
myself
Magnetic,
Experimentative,
Individualistic,
Youthful,
Feminine,
Vibrant
Indoglobal
Fusion
Values
High involvement
with consumer
through expertise
of he BA
Lakme Retail Vision Key
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3. Insight
1. CompetitiveEnvironment
2. Target
8. Essence
- Financial Advisors, Banks,
TV, Newspapers, Magazines
Websites
- Brokers, CAs, Friends with
investment experience
- The Universe of Investors
- 23 years plus (Primarily the
new entrants uninitiated)
- SEC A,B
- Individuals seeking active
investment opportunities
I am ever hungry! Give me knowledge such that I can
take investment decisions
- Information
customised as
per customer
segments
- IDBI pedigree
- Largest offline
presence
- Professional,
organised
content
Functional
Vast, Organised,
Unbiased, User
friendly investment
knowledge
- Easy Access- Enlightening
Expert,
Relationship
oriented,
modern
reliable,
friendly
guide
- IDBIs vast
knowledge in
the domain (Builder
of the financial
backbone of India)- Confidence
of existing investors
- Online & Offilne
presence
- Site designThe Gateway to confident
investing
Emotional
- Greater
Confidence,
realised
dreams
IDBI Paisabuilder Brand Vision Key
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Environment Identity
Strategising the customer sensorials Visual
Auditory
Olfactory
Tactile
Work through ardent store plan, layout, circulation plan, adjacency plans and
planograming
Visual Merchandising
An exercise that helps customers see, select, co-ordinate and accessorise
merchandise
About handling three kinds of spaces
The invitation space The transaction space
The information space
Often referred to as the Silent Salesman
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Assignment
Group Name, Leader, Members
Name of the Retail establishment
Present the initiatives taken by the Retail brand / establishment in the areas of
Corporate Identity (Vision, Logo, Stationery, Office design)
Brand Identity (Logo/s, Brand / Retail Architecture, Packaging, Collateral)
Environment Identity (Space design, props, windows, shop-in-shops)
Service Identity (Service, sales, operations, processes, culture)
Present a strategic way-forward to change the retail brand / identity (note or design)
Develop a launch campaign / communication strategy for the new identity developed
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Assessment Parameters
Understanding of the subject
Level of Detail
Quality of suggestions / recommendations
Presentation Skills